Lee, the world’s second best-selling jeans brand, has appointed 20/20 Design to develop a pan-European retail merchandising concept. The London consultancy will design “everything from a single item to in-store concepts, both 2D and 3D” for the brand’s sales sites, says 20/20 creative director Bernard Dooling. 20/20 was chosen after a credentials trawl of European and US consultancies.
“There are three key issues we will be addressing with Lee,” says Dooling. “First, how the benefits of the Lee brand can be communicated to consumers who are confused and exhausted by the jeans shopping experience. Second, how Lee can `command’ the retail space in which it is represented but does not own. Third, it is imperative that the creative solution works at every scale across a range of retail formats and environments: from the small independent outlet in Milan through the department stores of Germany to the multiple fashion chains in the UK.”
Six pilot sites are to open in Germany in mid-June, with the rest of Europe to follow.